Web AnalyticsEvolution of Your Website

Ed Robinson Intergen

Mark McGann Department of Labour

Agenda

Business and IT challengesAnalytics at work: The New Zealand Immigration ServiceTechnology overview

“A little knowledge that acts is worth infinitely more than much knowledge that is idle.”

- Kahlil Gibran

The Business ChallengeIs technology meeting your business goals?

Is the website meeting business goals?Does your website serve the community?What effect does marketing have?What is the effect of site changes?

The IT Challenge

Staff overloadedBusiness goalposts shifting Website IntegrityPace of change increasingMinimize cost

Web Analytics Definition“The process of defining, collecting, interpreting and applying business intelligence to achieve a desired outcome.”

Define

Collect

Interpret

Apply

Evaluate

Web Metrics and Web Analytics

Web Metrics - Low Value AnalyticsTraffic counts

Web AnalyticsEffect of marketingConversion ratesContinual improvement process

Getting StartedDefine goal

Set up the teamChoose a business goalMatch goal to technologyWhat metrics needed

Collect and interpretMeasure before-changeLook for trends

Apply and evaluateIncremental changesMeasure after-changeEvaluate - not all change is good!

The New Zealand Immigration Service Website

Mark McGann Senior Communications Advisor

The Immigration Service WebsiteMore than 1,500 web pagesThree business streams

Discover and DecideApply and SettleEmploy and Assist

Over 20,000 unique visits a dayRich online tools and services

Our Employer Fact Sheets

Single sheet summaries of policy from an employer perspective

People who use them like them

The Business ProblemConnect employers to the fact sheets

Popular printed resourceLow online usage

Options for Change

Rewrite websiteReconfigure clickstreamChange site navigation menusShortcuts

External adbvetrisementUse an teaser image on the site

A Not-So-Extreme Makeover –“The Before”

A Not-So-Extreme Makeover –“the reveal”

The Splash Page

The Metrics Before-and-After

Before: 2 conversions per dayAfter: 40 conversions a dayOverall site traffic remained the sameClickstream

What Did We Learn?

Start small and cheapIncremental changesSmall change can lead to significant effectEvolve website through what you’ve learntTransfer same model to a different problem to get a more accurate sense of the model’s success

Technology Overview

Web Metrics Tools – DeepMetrix LiveStats

Common MetricsTotal trafficPage viewsTime spent DownloadsReferrersEntry pagesExit pagesClickstreamDemographics

Do’s and Don’ts

Don’t track too many metricsDon’t make multiple changesDo measure before making changesDo define what your customer doesDon’t measure intent or usabilityDo get the facts

Resources

Analytics tools

Deep Metrix www.deepmetrix.com

WebTrends www.webtrends.com

Analog (Free) www.analog.cx

Contacts

Intergen www.intergen.co.nz

Ed Robinson edrob@intergen.co.nz